What is the course about?
The course will introduce the basic principles of copywriting. What it is. Why it is different from other types of writing. It will teach you what questions to ask and show you how to get started.
This is a live online course. For more information please see our guide to online learning.
We will contact you with joining instructions before your course starts.
What will we cover?
The course will cover the basic principles and teach you the questions you should ask before you start any copywriting project. It will cover audience, tone of voice, the vital difference between features and benefits and such things as the importance of a good headline.
What will I achieve?
By the end of this course you should be able to...
Know the difference between copywriting and other forms of writing. Know what questions to ask in order to write the best possible copy. Understand the importance of a good structure. Tell the difference between a feature and a benefit and understand why the latter is so important. You will know what makes a good headline and why this matters. You will understand the need to vary the message according to the format and the medium.
What level is the course and do I need any particular skills?
You should have a good standard of English grammar and spelling. You don’t need to have had any copywriting experience.
How will I be taught, and will there be any work outside the class?
There will be slides to illustrate various elements of the course, including examples of good and bad copy. There will be a series of written exercises, which you will do either in pairs or individually. A printed hand out will be available, which will include links to helpful websites and suggestions for further reading. This will also be online.
All writing courses at City Lit will involve an element of workshop. This means that students will produce work which will be discussed in an open and constructive environment with the tutor and other students. The college operates a policy of constructive criticism, and all feedback on another student’s work by the tutor and other students should be delivered in that spirit.
For classes longer than one day regular reading and writing exercises will be set for completion at home to set deadlines.
Are there any other costs? Is there anything I need to bring?
You won’t need any special equipment. You can work on laptops and tablets if you prefer, but for some exercises you may need paper or notebook and pencils or pens.
When I've finished, what course can I do next?
All students are invited to join us at Late Lines, our regular performance night for City Lit writers. Students are also encouraged to submit their work to Between the Lines, our annual anthology of creative writing. For the latest news, courses and events, stay in touch with the Department on Facebook and Twitter.